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CBS to Stream March Madness Over Web

CBS SportsLine plans to air the first 56 games of March Madness at NCAASports.com via March Madness on Demand (MMOD). Even on the Web however, availability of each game is subject to blackout due to broadcast agreements in individual local market.

Eighteen advertisers signed on for the special content including Courtyard by Marriott and Dell sharing the role of presentation sponsors. Additional marketers include State Farm, Pontiac and Lowe's Hardware.

Inventory includes in-stream commercials that will air when the broadcast airs its own ads. A source at CBS SportsLine said that while some media buys were sold as packages, other advertisers bought separately. Many of the spots are repurposed TV ads.